Question 1

The BeautyShop, a manufacturer of skin care products, uses only plant-based materials for its cosmetic products. It supports several environmental protection movements and movements defending human rights. This accounts for the company's efforts to build good will and corporate social responsibility. This exemplifies the ________ concept.

Accepted Answer

The company's use of plant-based materials and support for environmental and human rights movements demonstrates a focus on sustainability and social responsibility, which falls under the sustainable marketing concept.

Question 2

Marketers respond to charges of high advertising and promotion costs that unnecessarily increase retail prices, by arguing that advertising and promotion ________.

Accepted Answer

Marketers argue that advertising and promotion provide information about a product, which can lead to consumer understanding and appreciation for the product's value. As a result, consumers may be willing to pay a higher price, which offsets the cost of marketing and ultimately benefits the producer.

Question 3

The ________ concept calls for socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company.

Accepted Answer

The description best fits the concept of sustainable marketing, which emphasizes the importance of meeting the needs of consumers and the company while also considering the long-term impact on society and the environment. The other options, such as business-to-business and direct marketing, focus more on specific marketing strategies rather than a broader approach to social responsibility.

Question 4

According to the text, McDonald's was criticized for all of the following EXCEPT ________.

Accepted Answer

The text mentions criticisms of McDonald's related to the environment, energy use, waste creation, and obesity, but it does not mention any criticism of their marketing of tasty fast foods.

Question 5

Consumer advocates, government agencies, and other critics have accused marketing of harming consumers through ________.

Accepted Answer

Planned obsolescence refers to the practice of intentionally designing products that will become outdated or non-functional within a relatively short period of time, encouraging consumers to keep purchasing new versions. Critics argue that this harms consumers financially, as they must continually spend money on replacements, as well as environmentally, as discarded products contribute to waste and pollution.

Question 6

When criticized about the value of intermediaries, marketers and resellers respond that intermediaries ________.

Accepted Answer

Intermediaries provide necessary services such as distribution, promotion, and customer support, that must be provided by someone in the marketing channel. Therefore, intermediaries are not inefficient or overpriced but rather provide essential services that add value to the overall marketing process.

Question 7

________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Accepted Answer

Sustainable marketing is focused on meeting the present needs of consumers and businesses while also considering the impact on the environment and future generations. It involves creating products and services that are environmentally friendly, socially responsible, and economically viable. Ambush marketing is a marketing strategy where a company tries to associate itself with an event without paying for the sponsorship rights. Consumerism is a social movement that advocates for the protection and rights of consumers. Environmentalism is a belief in the conservation and preservation of the natural world. Strategic planning is a process of setting goals and objectives and developing strategies to achieve them.

Question 8

The ________ concept is specifically focused on the future welfare of consumers.

Accepted Answer

The societal marketing concept focuses on balancing the organization's profits with the long-term welfare of its customers and the society as a whole. This approach considers the future needs and wants of consumers and aims to provide sustainable solutions that benefit both the company and society.

Question 9

The ________ concept is specifically focused on future company needs.

Accepted Answer

Strategic planning is the process of determining the future objectives of a company and then identifying the resources required to achieve those objectives. It is specifically focused on future company needs and helps to ensure that a company is prepared to meet future challenges and take advantage of future opportunities. Societal marketing is focused on the social and ethical responsibilities of a company, direct marketing is focused on selling products or services directly to consumers, telemarketing is a form of direct marketing that involves using the telephone to sell products or services, and consumer business is a broad term that refers to any business that primarily sells to consumers rather than to other businesses.

Question 10

A longstanding charge against intermediaries is that they mark up prices beyond the ________.

Accepted Answer

Intermediaries (such as wholesalers and retailers) add value by providing services such as storage, transportation, and promotion. Their markup should ideally reflect the value they add to the product. Therefore, the correct answer is A) value of their services.

Question 11

McDonald's "Commitments to Offer Improved Nutrition Choices" strategy has added healthy food options to its menu, phased out traditional artery-clogging trans fats, launched a major multifaceted education campaign, and addressed environmental issues. This strategy best exemplifies the ________ concept.

Accepted Answer

The strategy implemented by McDonald's is an example of sustainable marketing, which focuses on meeting the present needs of consumers while also preserving or enhancing the ability of future generations to meet their needs. The addition of healthy food options and addressing environmental issues align with this goal of sustainability.

Question 12

The marketing concept focuses on meeting the company's short-term sales, ________, and profit needs, though that doesn't always serve the future best interests of either customers or the business.

Accepted Answer

The answer of The marketing concept focuses on meeting the...

Question 13

Briefly define the four marketing concepts.

Accepted Answer

The answer of Briefly define the four marketing concepts....

Question 14

Critics point to which of the following factors when they accuse marketing of harming consumers through high prices?

Accepted Answer

Excessive markups refer to the difference between the cost of production and the price at which a product is sold. When companies set high prices for their products without reasonable justification, it is seen as harmful to consumers since they end up paying more than fair value. Critics of marketing often accuse companies of having excessive markups, leading to harm to consumers. The other options, such as quotas, nontrade tariffs, government taxes, and changes in currency values, might also affect prices but are not directly related to marketing practices.

Question 15

Critics charge that promotion adds only ________ to a product.

Accepted Answer

Critics argue that promotion adds only psychological value to a product. This is because promotion focuses on building brand image, creating a perception of value, or promoting an emotional connection with the product. These aspects do not directly affect the functional benefits or quality of the product.

Question 16

The marketing concept is a philosophy of ________.

Accepted Answer

The marketing concept is a philosophy centered around creating customer value and achieving mutual gain for both the customer and the company. It aims to understand the needs and wants of customers and provide them with products or services that meet those needs while also achieving the company's goals. This approach prioritizes long-term customer satisfaction over short-term gains and benefits both the customer and the company.

Question 17

Critics point out that in the stationery industry, a pen that costs fifty cents to make costs the consumer $10 to buy. This is an example of ________.

Accepted Answer

Excessive markups refer to the practice of charging a significantly higher price for a product compared to its production cost. In this case, the markup is significant, as a pen that costs only fifty cents to make is being sold for $10 to the consumer. This practice is often criticized as it can lead to consumers paying a high price for a product that may not necessarily be worth the markup.

Question 18

Sustainable marketing requires a smooth-functioning marketing system in which consumers, companies, public policy makers, and others work together to ensure socially and environmentally responsible marketing actions.

Accepted Answer

Sustainable marketing is a collaborative effort among different stakeholders to promote responsible and sustainable marketing practices. It involves creating value for customers while considering their social and environmental impact, as well as the impact of marketing practices on society and the environment. This requires a smooth-functioning marketing system in which different stakeholders work together to achieve common goals.

Question 19

Sustainable marketing includes all of the following EXCEPT ________.

Accepted Answer

Sustainable marketing prioritizes the needs of tomorrow's customers, as well as the broader world and the environment, above the profits and returns of shareholders and employees. Therefore, focusing solely on profits and return to shareholders and employees contradicts the principles of sustainable marketing.

Question 20

Societal marketing calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Accepted Answer

The answer of Societal marketing calls for meeting the present...

Quiz 20: Sustainable Marketing: Social Responsibility and Ethics